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This campaign for The Times by JWT Dubai demonstrates the significance of the details behind the headlines. You may think that you fully understand what a story is all about by just seeing an image or reading the big print, but the details are bound to change your view and could tell you something completely different. You may be mislead. This campaign advises readers to pay attention to details, and that points out that The Times delivers these details and helps decipher the hype. Also see Guantanamo Bay, Machine Gun, Cricket Ball, Copenhagen and Colonel Gaddafi.
The Times campaign by JWT Dubai presented a series of advertisements for the Emirates Airlines Dubai Rugby Sevens in a bold, yet unusual way. The use of poetry in this campaign emphasizes love for the game, audacity, high spirits, and the rushing adrenaline experience on the field. Also see Run run run, No ordinary roar, Locked & frozen heads, Body rises, eyes behold, Feet like pillars, Time, it's in a rush.